What’s Wrong With Simply Observing The World?
Natasha Khan, The Art of Persuasion, Liam Ward
Word Count: 970
An individual within modern society cannot simply observe the world; we all become consumers. Media can catch us off guard- whether it be an advertisement through a billboard, food packaging, or an audio announcement; consuming media has become a part of our moral.
Despite various conflict towards our current media usage, many individuals are passive consumers. They watch and observe but do not act on, or question, the media they are presented with. A passive consumer is not ideal in creating debate or bringing current issues onto the world stage. Without questioning the intake of your media, you become accustomed to media bias. Simply observing and not questioning deters you from learning, debating and creating a differential opinion.
In many ways we can link our relationship with observing media back to the Dependency theory (Ball-Rokeach & DeFleur 1976). “This theory predicts that you depend on media information to meet certain needs and achieve certain goals, but you do not depend on all media equally”2. From this theory, we can recognize that the way we depend on media can be determined by the social system we live within and the cultural expectations that society has. “Debates and contestation surround the basic social institutions and practices of our society.”1
As an Australian media practitioner (who is consistently questioning bias, ethics and consumerism); I have to take into account the social normalities that happen within Australia as a country. It is also important to understand that my access to technology and online communication is vastly different than to that of an individual within the developing world. Access to new-found technology means I have more of an availability to communicate my thoughts towards larger masses and benefit from a more elaborate network of online knowledge. In many cases, a passive consumer may not necessarily be educated on the media’s influence and thus would observe the world differently and potentially less actively.
This is why platforms like documentary film-making are essential in creating an active audience. “Documentary films mount an effort to convince, persuade, or predispose us to a particular view of the world we have in common.”1 Quite frequently, documentary film can be an exposé that leads to a call for action. In many ways documentaries with a rhetoric message and political stance aim to show a mismanagement in power between an organisation or governing body and the civilian from the public eye.
An example of this can be seen in Kip Andersen and Keegan Kuhn’s 2017 documentary ‘What the Health’, an in-depth look into the acceptance culture surrounding the meat and dairy industry. This film focuses on the issues inside multinational pharmaceutical organizations which are containing and covering vital information surrounding our health and wellbeing. The primary message throughout ‘What the Health’ is to advocate a plant-based diet. “[It aims to] reach and move large numbers of people and introduce [it’s] political concepts into mainstream culture.”3 Although all audience members may not agree with its content, it is important to have platforms that encourages individuals to question rather than blindly consume. We cannot simply observe an issue when change needs to be enforced, and “persuasion requires communication”1.
A documentary does not always have to have a political agenda or message, but in many cases will. Nature documentaries like David Attenborough’s ‘Planet Earth’ (2006) focus primarily on animal behaviour and activity, originally created as a tool for educational purposes, teaching its audiences about the worlds wildlife; but in recent years this has vastly changed.
Attenborough’s sequel ‘Planet Earth II’ (2016) has included a stark warning against climate change and pollution. “For years we thought the oceans were so vast and the inhabitants so infinitely numerous that nothing we could do could have an effect upon them. But now we know that was wrong. It is now clear our actions are having a significant impact on the world’s oceans. [They] are under threat now as never before in human history.”4 Attenborough writes passionately in a press release to the Independent.
His words simmered the beginning of a political wave triggering the BBC to become nervous. The BBC voiced that “certain viewers would see the series as too politicised by taking a stand”4. But if a renowned figure like Attenborough sits back and observes without action, there is no hope for change. Who will help in preventing one of the worlds most disastrous man-made problems if audiences aren’t aware of the impact?
Documentaries on a whole, are reaching a brand new level in addressing audience behavior (and how they view the media presented to them). Recently, due to evolving technology- experimental platforms have come out that showcase in-depth, 360° virtual reality experiences. Some of the most renowned and controversial VR experiences, show their audience the human rights issues of what it’s like to be a refugee. These VR ‘tours’ step into a detention camp and bluntly let their audiences discover the experience for themselves. Stepping into this new territory means covering ethical issues that haven’t been addressed before.
What will the progression of documentary film become if its’ technology does evolve with augmented reality?
These are questions that we should be addressing currently yet may not have hit mainstream audiences. As an active media consumer and practitioner, it is vital to keep addressing issues that swerve boundaries and provoke new emotions whilst reaching audiences in a whole new way. Although we cannot simply observe the world, we can become active consumers, challenging the biases and fake news that consistently flows through computers, tablets, mobile devices and todays media as a whole. It might be harder to learn, taking time in creating an opinion (that in some cases challenges the mainstream media), but when informed you have a stronger voice. Learning, questioning and understanding our world will ultimately give you more of an identity.
1) Nichols, Bill, 2010, “How Have Documentaries Addressed Social and Political Issues”, Introduction to Documentary, Second Edition, Indiana University Press, Bloomington, pp.103
2) Ball-Rokeach, S.J., & DeFleur, M.L. (1976). A dependency model or mass-media effects. Communication Research, 3, 3-21.
3) Waugh, Thomas, 2011, “Why Documentary Filmmakers Keep Trying to Change the World, or Why People Changing the World Keep Making Documentaries”, The Right to Play Oneself: Looking Back on Documentary Film [Visible Evidence Series, Volume 23], University of Minnesota Press, Minneapolis, pp. 24–41
4) Shepherd, J, “David Attenborough Offers Stark Warning About Climate Change During Blue Planet II Finale”, The Independent, 10 December 2017, [Online] https://www.independent.co.uk/arts-entertainment/tv/news/blue-planet-2-david-attenborough-climate-change-pollution-finale-a8102206.html